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Ask Your Audience: Best Practices for Luxury Marketing
If you’re looking for inspiration for content creation, ask your audience or customers for ideas! I often run polls to ask my followers what I should write about. It is an excellent method to reach customers for what appeals to them, their pain points, their feedback and trends.
Business owners often say they’re too busy or don’t have ideas to come up with useful and valuable content – and let’s be honest there’s plenty of people who don’t see the long-term benefits of being helpful or sharing knowledge BEFORE they secure a firm order or get paid.
The point is that customers are more likely to trust and like doing business with established professionals. If you are willing to share your knowledge or expertise, your ideal customers will naturally gravitate towards you because you’re demonstrating your expertise in your field.
Giving out useful, informative, relevant content in multiple formats will lead first before spending dead money on advertising campaigns.
Ask Your Audience
Creating high-quality content which strikes a chord with your audience and addresses topics they’re interested in is a great way of reaching more people in your target niche and letting them know you’re listening.
For a good starting point write down a list of common questions your target customers may ask; 3 – 5 questions is not unachievable so you don’t get overwhelmed. For example, for a range of suppliers such as yacht interiors to teak deck specialists, some typical questions may be:
“How would I store this expensive bed linen in the off-season?”
“What is the best method to clean silver cutlery?”
“How do I compare teak and composite decking?”
“10 steps to finding a Charter Broker”
“What are the benefits of gaining RYA Yachtmaster certifications”
Here’s some more prompts for content creation:
Are you a crew agent? Share some CV tips for green crew on your social media Stories.
Do you own a yacht provisioning company? Offer some behind the scenes videos and storage tips for food items.
Are you a yacht agency? Post an update on your social media pages about the current regional status of yacht in/out clearance formalities and berth reservations.
I hope this post gives you a boost to get inspired for content this week!
Lead photo: Pierre Blach – Pexels.
Marketing Tips: Understanding How Content Impacts Your Sales Funnel
One of the most important metrics for yachting businesses is determining the ladder that aligns your business goals – essentially, what does success look like?
Marketing campaigns in the yachting industry are predominantly focused on the ‘awareness’ stage and they don’t always include content across the full customer journey.
In most cases, content marketing should be your platform to build brand awareness, educate your target customers and convert leads.
While it’s necessary to appeal to customers in the first instance, that’s only the tip of the iceberg.
How Yachting-Relevant Content Impacts Your Sales Funnel
In today’s marketing world, you need to consistently plan, create and monitor your content and marketing trail – no matter how small or big your company is!
Think of your content as a book: you have an index to guide customers through the plot where each chapter should include complementary pieces of content to move your prospects through the buying journey (storytelling).
Here is an overview of the types of content and how they impact your sales funnel:
ATTRACT: Blog Posts, How To Guides, Sales Videos, Podcasts
EDUCATE: Checklists, Explainers such as Videos/Demos, Newsletters, Webinars
DECISION: Case Studies, Client Results, Product Demos, Testimonials
BUY: Email Promotions, How To Guides, Sales Pages, Sign Up Forms
4 Reasons Why Creating Yachting Content Should Matter To Your Company
BUILDING CUSTOMER LOYALTY & TRUST: You want your content to leverage trust so prospective customers make decisions faster.
BETTER SEO: Publishing quality content will improve your website SEO.
SHORTER SALES CYCLE: By understanding how different types of content impact your sales funnel, you can monitor the content that produces the highest-quality traffic and therefore drive more content that converts prospects.
PLANNING & TIME MANAGEMENT: Having a clear path for a content strategy makes it easier to plan and create content in these areas focused on intent and buying signals.
As well, you should be tracking micro-conversions so you get data that measures how your audience engages with resources on your website such as downloading yachting-relevant ebooks, opening ‘How To’ guides or signing up for your newsletter. These are all actions that indicate your prospective customers were interested to learn more about your company.
For more tips on how to get more juice from your marketing campaigns, follow Antibes Yachting on social media:
Facebook: www.facebook.com/antibesyachting
Twitter: www.twitter.com/antibesyachting
Instagram: www.instagram.com/antibesyachting
Main image: Mali Maeder – Pexel
Electric vehicle charging stations at Port Vauban
Port Vauban has 4 electric vehicle charging stations located near the Capitainerie, however these are no longer free of charge to use by the public.
Recharging at these stations is reserved for boat owners and vehicles of the Capitainerie/harbour master. The port now has bollard rings there; photos below from Chargemap.
The tariff for recharging is €0.56 TTC, KW/H.
Electric Vehicle Charging Stations at Port Vauban
Here’s the overview of charge types for the terminals at the Antibes Capitainerie:
Terminal 1
Terminals 2 and 3
Terminal 4
Other electric vehicle charging terminals near Port Vauban
Because the charging stations at Port Vauban have restricted access, here’s the location of other electric vehicle charging points near the port:
- Across the road from the port in the underground parking, Q-Park Pré aux Pêcheurs, there are a number of electric charging terminals located on the left wall when you enter the carpark. Note: I have received reports of non-electric vehicles parking in these spots.
- Across the road from the port, there’s a Wiiiz charging station with 2 parking spots outside the Only Yacht and Port Vauban sales office. (10 avenue de Verdun).
- Effia charging stations are located at the carpark at Antibes Train Station (Gare d’Antibes).
Parking at Port Vauban
Port Vauban has over 1000 car parks which is a mix of public parking and zones reserved for yacht owners. Public parking is pay parking; there are several pay machines throughout the marina. There are 19 disabled access (PMR) parking spaces at Port Vauban; I will update this post if I can locate a more specific map of their exact locations but I was advised they are near the port buildings.
Parking reserved for yacht owners is on the IYCA, Mole Sud, quais 12 to 15 and Porte Marine.
Here is the PDF download (in French language) with more information about amenities and services at Port Vauban, as well as the parking rates at the port (parking tariffs from page 35 onwards): https://leportvauban.com/wp-content/uploads/2021/12/VAUBAN_TARIFS_et_CONDITIONS_2022.pdf
Please note: This information is current as at 5 January 2022. There are many electric charging websites and apps that are not up-to-date with this information.